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Studies Have Long Suggested That Women Influence Almost All Car Buying Decisions

It also strikes some analysts as a last-minute push to overcome years of neglect during which Detroit has valued women mainly as props to promote new car designs. Automakers have been among the slowest of U.S. businesses to appreciate the value of women as decision makers, according to the New York-based consulting group Catalyst. In a recent Catalyst survey of major corporations, just over 11 percent of top executives in auto-related companies were women, compared with more than 22 percent in publishing, nearly 16 percent in pharmaceuticals, 14 percent in railroads and 15 percent in mail and freight delivery.

Advertising for cars and trucks is still heavily male oriented, dominated by images of wild speed, trucks pounding up mountains and lots of mine-is-better-than-yours, said Marti Barletta, a specialist in marketing to women who has consulted with major auto companies. "There is very little indication of any attempt to understand what types of communications women respond to," Barletta said. "I just find myself astonished that the largest consumer industry in the world doesn't know who its primary buyers are."

"What has really changed in the industry is the consumer. The 'he' is now a 'she,' " said Donna Kane, who recently retired as a longtime marketing director for Hyundai in North America. Although such Asian companies as Hyundai come from male-dominated business cultures, they have done better than their Detroit rivals at appealing to female customers in the United States, statistics show.

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